Touchscreen Mobile Phone Adoption Grows at Blistering Pace in U.S. During Past Year

Touchscreen Device Market Up 159 Percent vs. Year Ago with iPhone Accounting for 33 Percent of the Market

RESTON, VA, November 3, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study of touchscreen mobile phone adoption in the U.S., which showed a significant 159-percent growth rate during the past year to 23.8 million users in August 2009. The growth in touchscreen device adoption substantially outpaced the already strong 63-percent growth in U.S. adoption of smartphones.

Touchscreen Smartphone Adoption
3 Months Ending August 2009 vs. August 2008
Total U.S. Mobile Subscribers, Age 13+
Source: Comscore MobiLens
Device Type Subscribers (000)
Aug-08 Aug-09 Percent Change
Touchscreen 9,219 23,843 159%
Smartphone 20,735 33,779 63%

“Touchscreen phones have quickly gained adoption as new devices have flooded the mobile marketplace,” said Mark Donovan, Comscore senior vice president of Mobile. “It’s clear that consumers are embracing touchscreen interfaces that allow them to easily navigate the increasingly powerful and complex services afforded by new phones. This is a trend that should continue to pick up as additional touchscreen devices, many of them running the Android operating system, arrive in the market before the holiday shopping season.”

Top 10 Touchscreen Device Families

The Apple iPhone ranked as the top touchscreen device family with 32.9 percent of touchscreen device users age 13 and older, nearly four times larger than the market share of the next largest device family, the LG Dare (8.7 percent). LG Voyager ranked third with 7.8 percent of the market, followed by the Blackberry Storm (7.0 percent) and Palm Treo (6.5 percent).

Top Touchscreen Device Families by Share of Device Users
Three Months Ending August 2009
Total U.S. Mobile Subscribers, Age 13+
Source: Comscore MobiLens
Device Family Share (%) of Touchscreen Device Users
Total Touchscreen 100.0%
Apple iPhone 32.9%
LG Dare 8.7%
LG Voyager 7.8%
Blackberry Storm 7.0%
Palm Treo 6.5%
Samsung Instinct 5.0%
T-Mobile G1 3.6%
HTC Touch 3.3%
Samsung Glyde 2.7%
LG Xenon 2.6%

“The iPhone clearly set the trend in the industry for touchscreen devices, so it’s no surprise that it has the largest share of the market,” added Donovan. “But as other players have entered the touchscreen market with compelling devices, competition is clearly heating up.”

Touchscreen Users Younger than Average Mobile Phone User

Smartphones in general and touchscreen devices specifically tend to be more popular among younger users. While 38.8 percent of all mobile subscribers (age 13+) are under the age of 35, 51.4 percent of smartphone users are in this age cohort, as are 57.7 percent of touchscreen device users. In fact, a significant 20.6 percent of touchscreen users are in the narrow age range of 18-24. Meanwhile, less than 5 percent of smartphone and touchscreen device users are age 65 and older, compared to 13 percent of the total U.S. mobile audience.

Demographic Profile of Smartphone and Touchscreen Users
Three Months Ending August 2009
Total U.S. Mobile Subscribers, Age 13+
Source: Comscore MobiLens
  Share (%) of Mobile Subscribers
Total Smartphone Touchscreen
Total Subscribers 100.0% 100.0% 100.0%
Age 13-17 7.8% 6.3% 8.5%
Age 18-24 13.1% 16.4% 20.6%
Age 25-34 17.9% 28.7% 28.6%
Age 35-44 17.6% 22.9% 18.8%
Age 45-54 18.2% 13.6% 12.3%
Age 55-64 12.4% 7.5% 7.3%
Age 65+ 13.1% 4.5% 3.9%

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit

Bill Daddi
Daddi Brand Communications

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